May 2022 saw a familiar blend of esports partnership stories — peripheral sponsorships, cryptocurrency partnerships, plenty of FaZe action, some curveballs, and some good old fashioned drama to boot.
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Spotlighted story
North American gaming and lifestyle organisation FaZe Clan has announced a year-long apparel collaboration with entertainment powerhouse Disney.
As a result of the collaboration, FaZe and Disney will introduce a ‘tech-vamped’ version of Disney’s iconic Mickey Mouse character called ‘Mickey On The Grid’. The Micky On The Grid collection is expected to include t-shirts, sweatshirts and hats.
Dubai-based esports organisation Galaxy Racer has secured a partnership with cryptocurrency company QUINT.
The agreement sees Galaxy Racer invest $25m (~£19.78m) into QUINT’s cryptocurrency ecosystem. QUINT’s token will be integrated into the organisation’s structure, including its website’s payment system, within its tournaments and events, as well as through Galaxy Racer’s merchandising division.
Brazilian esports organisation paiN Gaming has renewed its sponsorship deal with telecommunications company TIM for a third consecutive year.
TIM has also signed two paiN Gaming talents — streamer Gabriel ‘Kami’ Santos and the League of Legends player Matheus ‘dyNquedo’ Miranda — to act as brand ambassadors for its broadband product, TIM Live.
Esports tournament organiser and platform FACEIT has announced a partnership with high-end luxury brand Gucci.
As part of the deal, the two entities have launched the Gucci Gaming Academy, a development programme designed to enhance skills through dedicated coaching sessions and teamwork activities. The academy will also focus on the increasing amount of mental and physical issues coming from the pressure of in-game performance and online scrutiny.
Esports tournament organiser BLAST has teamed up with business and employers’ organisation the Confederation of Danish Industry (DI) in a bid to further bolster Denmark’s esports ecosystem.
According to a release, the partnership will see both entities look to establish a national esports industry framework. Details regarding the framework have not been disclosed.
Esports tournament organiser ESL Gaming and computer and mobile device manufacturer Lenovo have agreed on an exclusive PC partnership for ESL’s Intel Extreme Masters tournament.
Lenovo and ESL will jointly create a series of online and in-person activations around IEM tournaments, showcasing Lenovo Legion gaming computers and equipment. The partnership will start with IEM Dallas, and is set to last at least until IEM Katowice 2023.
Brazilian esports organisation Vivo Keyd has announced a partnership with blockchain company Liqi.
According to the release, the one year deal will see Liqi collaborate with the organisation to launch NFT and Fan Token products. Liqi’s brand will be displayed alongside Motorola and telecom Vivo on all of Keyd’s esports jerseys. This includes its Free Fire roster, which will play the title’s world championship this month.
North American gaming and esports company FaZe Clan has partnered with delivery and local commerce company DoorDash.
DoorDash will become the ‘official on-demand delivery platform’ for FaZe Clan. Moreover, DoorDash branding will feature across FaZe Clan platforms in the future. In addition, FaZe Clan talent will work on content with the new partner.
Belong Gaming Arenas, a subsidiary of gaming and technology company Vindex, has partnered with two US school districts to provide venues and support for their scholastic esports programmes.
Belong said it will provide dedicated practice and competition space for approximately 40,000 students across the Grapevine-Colleyville and Williamson County school districts through its network of local gaming centres.
Esports tournament organiser and platform FACEIT has announced a partnership with cryptocurrency fintech platform Cake DeFi.
FACEIT and Cake DeFi shared that this is a ‘multi-million dollar’ agreement, however, exact figures of the deal have not been revealed. According to the release, the agreement will help players earn cryptocurrency rewards for participating in FACEIT matches.
North American gaming and esports company FaZe Clan has partnered with delivery and local commerce company DoorDash.
DoorDash will become the ‘official on-demand delivery platform’ for FaZe Clan. Moreover, DoorDash branding will feature across FaZe Clan platforms in the future. In addition, FaZe Clan talent will work on content with the new partner.
Despite only being announced one day prior, Danish esports organisation Astralis has terminated its partnership with online casino platform Roobet.
In a statement by the organisation, Astralis admitted it hadn’t performed due diligence well enough around ‘local legal matters’. Exact details as to the legal matters were not confirmed in the statement.
